Pinterest AdvertisingWith over 442 million monthly active users, Pinterest is a great place for businesses to advertise products. Ads show up on users’ feeds and searches in the same format as a regular Pin, making the experience unobtrusive for users while putting your content right in front of them.There is a large potential reach when you create ads for Pinterest audiences — and, best of all, users are also actively searching the site for products like yours to buy.
Why Advertise on Pinterest
- The reach can be incredible. If your content is engaging and valuable, it can be re-pinned again and again to different users’ boards and continue to drive consumers back to your website.
- Pins have a much longer lifespan than Tweets or Instagram posts. This longevity makes them a particularly powerful asset. Pins can show up in a user’s feed months after initially posted.
- Pinterest users spend 27% more for click and collect shopping — meaning your Pinterest ads, or Promoted Pins, are being shown to a remarkably responsive audience.
Pinterest Advertising Cost
After targeting your audience, you’ll see the option to set a maximum cost-per-click (CPC). If you want to ensure that you never pay more for a single impression or click than a certain bid amount, you can enter that here. Pinterest will let you know whether or not it’s competitive.
Pinterest Ad TypesThere are a few ways to promote your content on Pinterest. To determine which ad format is best for your business, it’s important to know the goals of your campaign and the attributes of each Pinterest promotion format.
1. PinsAt first glance, Promoted Pins look and act just like a regular static Pin, but they have a small “Promoted” label to set them apart. Promoted Pins are boosted and targeted to reach more people. Users can even Pin your Promoted Pins to their boards, share them, and comment on them.Once a user shares a Promoted Pin, the “Promoted” label disappears, and subsequent re-pins are considered earned media — meaning, after the first pin, organic exposure to the content is free.Here are some guidelines to follow when creating a Promoted Pin advertisement:
- The file has to be PNG or JPEG.
- Your content cannot go over 10 MB.
- There is a description copy limit of 500 characters.
- Your aspect ratio must be 2:3 and should be vertically oriented.
2. Video PinsPromoted Video Pins are exactly like Promoted Pins — except the static image is replaced with a video.90% of customers say video helps them make buying decisions, and that same percentage of weekly Pinterest users are on the platform to make purchasing decisions. Therefore, Pinterest and video advertising go hand-in-hand.Pinterest offers two options for video sizing: max width, or standard. Standard videos are the same size as regular Pins and cost less than a max width Pin, which spreads across a user’s entire feed.No matter what size you choose, Pinterest videos auto-play once they’re 50 percent in view. Plus, the Promoted Video Pins have a conversion optimization option to better serve advertisers with traffic or conversion goals. This new option brings the user to a landing page on the advertiser’s website, as well as a close-up of the video.Here are some guidelines to follow when creating a Promoted Video Pin advertisement:
- The file has to be either an MP4 or MOV.
- Your video cannot exceed 2 GB.
- The video must meet a minimum of four seconds, and cannot go over 30 minutes.
- Your aspect ratio must fall between 1:91:1 and 1:2.
- There is a description copy limit of 500 characters.
- Make sure to create video that’s not dependent on audio for greater accessibility and those who scroll with sound off.
3. CarouselsPromoted Carousels contain up to five images that users can swipe through. Carousels are used to give a deeper brand story within one Pin.This feature behaves the same as other Pins, except it will have dots beneath the images that signal additional content. Each carousel image can be different and have a different title, description, and link to another landing page.Here are some guidelines to follow when creating a Promoted Carousel advertisement:
- File type: PNG or JPEG
- Ideal aspect ratio: 1:1 or 2:3
- File size: Max 10 MB
- Title copy: Max 100 characters
- Description copy: Max 500 characters
4. App PinsPromoted App Pins are mobile-only advertisements that allow users to download your app directly from Pinterest. Available on iOS and Android devices, these ads include an “Install” CTA that allows for a seamless transition from Pinterest to your app.While most of the guidelines remain the same for these Pins, your copy, image, or video should convey important attributes about your app.Below are some Pinterest ads in action.
Pinterest Ad ExamplesEach of these ads are an example of Pinterest advertising done right with actionable tips that you can take away as you create your own:
1. RuggableIn this ad, the image speaks for itself, which lends well to the visual nature of the Pinterest platform. The rug is front and center in an attractive home space that draws the eye (and probably triggers the shopping tendencies of those who like decorating). It does come with a catchy tagline: “Back to Homeschool.” Because who needs a back-to-school sale to buy cool stuff?
4. MissNowMrsMissNowMrs quantifies the amount of time that brides spend changing their name so that they can use it as their value proposition in this ad. The benefit to the audience is clear and compelling for this reason.
5. TorridIn this Pinterest ad, Torrid is using retargeting options to put their products in front of people who already visited the Torrid website. After visiting this product’s page on torrid.com, the ad “followed” me to Pinterest to stay top of mind and earn the sale.Now that you have seen what Pinterest ads can look like, take the inspiration from the examples above and put it to action on your own advertising efforts.
How to Promote on Pinterest
- Choose your campaign objective.
- Set your campaign budget.
- Maximize your SEO efforts.
- Choose your target audience.
- Add value.
- Mix up your content.
- Monitor campaign performance.
1. Choose your campaign objective.Each of your Pinterest campaigns starts with an objective. Choosing your campaign goal is what determines what ad formats are available to you. There are three categories to choose from — Build Awareness, Drive Consideration, and Conversions.Conversion optimization is a new campaign objective that optimizes your advertisements for specific actions outside of clicks. Now, advertisers have a way to directly inspire people to take action — like leading a user to an online checkout or newsletter sign-up with no extra steps.If you want people to discover your business, choose Brand awareness for standard Pins or Video views for Promoted Video Pins as your campaign objective. For these two objectives, you can set a maximum cost for every 1,000 impressions your ad receives.If your Pinterest goals are to drive qualified leads to your website or improve traffic, choose Traffic or App install for your campaign objective.For these campaigns, you set a maximum cost-per-click — which means you are only charged when people click through your Promoted Pin to visit your website.
2. Set your campaign budget.If you want to spend your campaign money evenly over a specific time period, select lifetime. Select daily to choose the amount spent each day. You’ll have to automatically adjust the budgets based on how long you want your ad to deliver.Next, you’ll set a maximum bid. A bid determines the highest amount of money you’d like to pay for an action, like an engagement or click, on Pinterest. Pinterest will recommend an amount for you depending on your target audience, and what competitors are spending.Make sure your budget for Pinterest ads reflect your overall marketing goals and the importance of the platform for your business.
3. Maximize your SEO efforts.By adding an interest and keywords to your descriptions, they become more relevant to people who are actively searching for that content. Keep in mind that hashtags don’t add any ranking value.On Pinterest, categories of interest are already sorted and categorized. You should explore the available topics that are relevant to your business and target those queries — if you need inspiration, check out the seven categories that do exceptionally well on Pinterest.Your boards also provide an opportunity for SEO. Boards inform Pinterest’s search engine on how to categorize your Pins, which improves visibility. Focusing on both will support your SEO efforts.
4. Choose your target audience.Targeting allows you to reach people who are searching for your content and who are ready to actively engage. Targeting is an important part of promoted ads because, without it, you’ll have less interest.Pinterest has six targeting options that you can use singularly or combine together for a unique targeting approach.
- Audiences combine your customer knowledge with behavioral insights from Pinterest. If someone has recently bought something from your site or engaged with your Pinterest content, this allows you to target that person for an ad.
- Keywords show your ad to someone who is searching for that kind of content. If you set specific keywords like “tropical vacation” or “apple pie recipes”, your ads will target people searching for those things.
- Interests target people based on the types of content they regularly engage with. Your apple pie recipe ads would most likely be served to people who have an interest in baking or preparing for Thanksgiving.
- Expanded will provide you with additional interest and keywords based on your ad’s content and who you’re trying to reach.
- Demographics allows you to select a specific location, language, device, or gender.
- Placements gives you the option to choose where your ad is delivered. If you don’t want your promoted Pins to show up when someone is browsing, and only appear in search results, you can specify that here.